Company Update

AI is going to absorb most of the service work that agencies like ours have been paid for. Not all of it, and not overnight, but most of it, and faster than many people expect. We can already see it in our own world: Meta and Google are making their ad platforms more automated every quarter. The work of setting up and optimizing campaigns is steadily moving inside the platforms themselves.

Think of the DVD rental company that watched Netflix arrive. The DVD company was not badly run. It was simply built on a model that stopped being the one that mattered. I do not want Monarchy to be the DVD company.

So our strategy is clear: we are moving from selling services to owning assets.

Wanted Fertility is ours, and it must succeed. It is the first asset we fully own, it is close to launch, and its success is a company priority, not a side project.

Dental is next. We are acquiring or building our first six dental offices, structured so that we have operational control and a significant share of the revenue. One important note: doctors own the clinics. We use a DSO-style structure, which is the standard and legal way for a company like ours to support and share in the success of practices without owning the medical side.

Further verticals will come later, once these are working. Focus first.

Here is the good news. Right now we have an advantage that will not last forever: the biological intelligence of this team. Your judgment, your relationships, your experience with real clients and real patients. AI cannot replace that today. The window to use that advantage is now.

The way we use it is by learning to work with AI, so that it becomes leverage for each of you rather than a threat to your income. Concretely:

• On the ads side, we are running tests with Grok Bot together with Jessie.
• In the call center, we are bringing in Blend AI to support calls.

These are not experiments to replace people. They are tools to make each person worth more.

Alongside this, Monarchy is becoming a structure that connects everyone to its success — in revenue, and across every activity we own. The design is simple: when we build and own assets, the people who stay and do exceptional work share in the return. The details are still being worked out, with a path toward an exit within two years or less.

A few words on mindset first. There is a difference between doing your best, doing what is possible, and doing what it takes. Where we are going requires the third one.

Sometimes that means changing who we are, not just what we do. Someone who wants to go from overweight to fit does not get there by trying a little harder at the old habits. They become a different person, one who trains and eats differently. Companies work the same way.

And let me be clear about where we start from: we are already a successful, united group with high ethics, and we are expanding. This is not a rescue. It is the next step for a team that has earned it.

So here is what I am asking of each of you:

• Deliver exceptional results in your seat. Whatever your role, own it fully.
• Evolve with AI. Learn the tools, test them, and tell us what works and what does not.
• Help make Wanted Fertility a success. If you can contribute, do.
• Engage with the founder content when you can. Likes, comments, and shares help us build the brand that supports everything else.

The direction is ambitious, but the foundation is real. A few recent wins:

• Stats system: Edmond launched our new stats system, pulling from Basecamp to give us transparent hours, delivery rate, and automation hours saved. This is how we will measure the shift.
• Excellence Award: Nico earned the Excellence Award for keeping Meta in the 100% range for four weeks, and he landed our first LinkedIn lead for Health at Last.
• Wanted Fertility is close to launch.
• Call center: Recognition to Tish for her work, and welcome back to Helison.
• Dental proof points: Trumbull reached about $80k in accepted treatment plans, and Total Dental Arts reached about $75.7k despite real friction along the way.

I am proud of this team. The world around us is changing quickly, and I would rather we lead that change than react to it. We have the people, the ethics, and the results to do it. Now we need the focus and the courage to do what it takes.

Thank you for everything you are building. Let’s go.